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! First musical action-adventure game
! exclusive music by Parov Stelar, Austin Wintory
! script-polishing by Rhianna Pratchett
! 4 years of development
! Steam release Aug. 2013, iOS release Oct. 2014
! Beatbuddy album, music video, merch & podcasts
BEATBUDDY SUCCESS STORY Development
Marketing
Distribution
Revenue
! 700k units sold (March 2015)
! 180k $ revenue (March 2015)
! 14 international awards and nominations
! 75% meta-critic
! exhibited at 13 major game shows
! more platform releases this year
! world wide features
BEATBUDDY FAIL STORY
Development
Marketing
Distribution
Revenue
! only 7k copies sold in the first 6 months
! very low average copy price
! close to bankruptcy several times
! 70% of the team left
! no return on invest at sight ! major music label cooperation fails
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
First office, !team grows!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
German Game Award nomination during GDC SF!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Founded THREAKS!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Prototype Gamescom!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
IGF Honorable Mention!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
2 Intel Level Up Awards, STEAM Demo!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Game funded, !new office, !8 people!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Crunching, pressure, problems!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
No money!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Work for Hire mobile game!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Exist Start-Up Funding!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Music Works Price Money!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Investment !secured!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam release after 4 years of development!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Bad sales + exhausted and scared team, but good meta critic!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Still bad sales + 70% of the team leaves!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Sell office and interior + !move back to parents attic!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy wins 2 German Developer Awards !
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy is part of the Humble Indie Bundle 11!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy wins German Video Game Award!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
4 Beatbuddy versions at the Indie Mega Booth Gamescom!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
iOS release Beatbuddy + world wide Apple feature!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
8 people team + 5 months financial buffer at release!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Failed release - 80% less revenue then worst case plans!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Burnrate cut by 70% - 5 people leave, office resigned!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Freeze all expenses!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
close to Bankruptcy!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam Flash Sale - Beatbuddy sells in 8h, twice as much copies as in 6 month!!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Humble Bundle Revenue!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
German Video Game Award Price Money!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam Weekly Deal Gamescom Sale!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy iPhone and iPad revenue!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Nothing can stop our release excitement and expectations!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
The fear of going bankrupt almost kills any hope and energy!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
We’re slowly building up a financial buffer, but don’t trust the upwards trend!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
The prize money is an instant safe, but we’re not getting swept away by excitement!
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Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Very successful Gamescom, but no guarantees!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Successful iOS Release, but focus is on the next project!
! Success is not a straight path
! Two sides to success: Financial and emotional
! No pure success, always a mix of fails and wins
! Define your personal success, set right expectations
Our learnings
How can you find out what you want? ! be realistic about own estimated numbers
! don’t estimate with luck, plan conservative
! don’t let other sales-numbers fool you
! gather experience from releasing games, make
mistakes!
! ask other developers for advise, share your story
! be honest about your company and personal goals